CTV & FAST: The New Face of TV

The way people watch TV has changed. It's no longer just about prime time. It’s about your time—streamed, paused, binged, or backgrounded. Whether it’s live sports, cult classics, or genre-based marathons, viewers are finding exactly what they want without the monthly bill.

That shift is fueling the rapid rise of Connected TV (CTV) and Free Ad-Supported Streaming Television (FAST). And for advertisers? It’s unlocking a smarter, more measurable way to reach people—without the waste.

At Mavern, we’re not just watching this unfold. We’re helping brands lead in it—with SignalTap, our AI-powered targeting engine built to optimize campaigns at the domain and URL level, using real signals, not guesses.

Let’s break down what’s happening—and how to use it to your advantage.

FAST Channels Are Exploding—Here’s Why

Viewers are over paying $15 a month for every app just to watch one show. Subscription fatigue is real. FAST platforms like Tubi, Pluto, Freevee, Roku Channel, and Samsung TV Plus offer a better alternative: free, ad-supported streaming that looks and feels like traditional TV—but with way more flexibility.

🧠 Key stat: Over 66% of U.S. viewers are now using FAST services monthly. And they’re not just sampling—they’re staying.

What does that mean for advertisers?

• You’re buying into scale—millions of engaged viewers across screens.

• You get brand-safe environments, often with genre-specific or interest-based programming.

• You can run creative that actually lands, especially since only 7% of FAST viewers skip ads.

  
  

And unlike traditional TV, these platforms are fully digital. That means real targeting, real measurement, and real-time tuning.

CTV: Where Storytelling Meets Smart Buying

CTV includes any internet-connected television: smart TVs, Rokus, Fire Sticks, Xbox, and more. And it’s officially the new home of video advertising.

What’s powerful about CTV is that it bridges the gap: it offers the lean-back storytelling experience of traditional TV with the precision and accountability of digital media.

This isn’t just spray-and-pray anymore. With CTV, marketers can:

• Customize messaging by screen, viewer, or content.

• Insert ads dynamically, based on real-time supply signals.

• Measure performance like they would in a digital campaign.

  
  

At Mavern, we take that further. We layer in SignalTap’s semantic mapping, surfacing the real context of the content—not just the platform or channel. That’s how we unlock better alignment between your brand message and the viewer’s mindset.

Why CTV + FAST Should Be in Every Funnel

CTV isn’t just a branding play anymore. With the right strategy, it drives results across the funnel.

Here’s how smart brands are using it:

• Top Funnel: Broad CTV reach, brand-safe scale, awareness-building via contextual alignment.

• Mid Funnel: Precision curation across FAST and AVOD, surfacing high-intent environments.

• Lower Funnel: Performance-focused campaigns using KPI-based bidding and AI-powered supply optimization.

  
  

We build this full-funnel approach directly into every managed service plan we offer. Whether you’re optimizing toward ROAS, last-click, or incremental lift, we plug into the signal layer to make sure your dollars are working harder.

The Future of FAST: Context Is the Differentiator

FAST channels originally leaned on library content—reruns, cult shows, and safe bets. But we’re seeing the next phase unfold:

• Platforms are investing in original content and exclusive series.

• Channels are becoming more specialized by theme and viewer behavior.

• Viewer expectations are rising. Relevance matters more than ever.

  
  

That’s why contextual intelligence is crucial.

At Mavern, we don’t just curate inventory. We optimize the path to that inventory. Through SignalTap, we analyze URL-level context, engagement signals, and real-world alignment—so you’re not just reaching the right person, but doing it in the right moment, in the right content.

Let’s Be Honest—The Industry Still Has Work to Do

Standardized measurement, content rights, and fragmentation are real challenges. But let’s not forget the bigger picture: more screens, more time spent watching, and more flexibility in how brands show up.

CTV and FAST aren’t fads. They’re a long-term shift in how media is consumed—and how performance is measured.

As the space matures, only the smartest buyers will thrive. That means being selective about inventory, optimizing supply paths, and using AI to inform every decision. That’s where Mavern comes in.

Mavern Media: Bringing Precision to CTV at Scale

CTV is messy if you buy it blindly. That’s why we don’t.

At Mavern Media, we combine human oversight with algorithmic decisioning. Our AI engine, SignalTap, doesn’t rely on third-party data or user IDs—it reads the real signals of the moment, at the domain level, and curates deals accordingly.

We help brands:

• Eliminate waste across CTV and FAST

• Uncover smarter paths to inventory

• Tie spend to true brand outcomes, not just completion rates

  
  

If you’re buying CTV like it’s linear, it’s time to rethink your strategy. And if you’re not in FAST yet, you’re leaving reach, relevance, and performance on the table.

Let’s fix that.

Ready to run cleaner, smarter, more contextual campaigns on CTV and FAST?

Then let’s talk.